This story was originally published on Marketing Dive. To receive daily news and insights, subscribe to our free daily Marketing Dive newsletter. Dive Brief: Google is making a bigger push into the booming retail media business through a tie-up with Criteo, according to a press release. This is the search giant’s first partnership focused on onsite retail media. Criteo’s integration with Google Search Ads 360 is entering a beta test in the Americas, with plans to eventually scale the program globally. ...

Core Insights - Criteo has announced a new integration with Google, becoming the first onsite retail media partner for Google, which is expected to enhance opportunities for brands in the digital commerce landscape [1][3]. Integration Details - The integration will start with a limited beta for select customers in the Americas via Google Search Ads 360, with plans for global expansion and inclusion of additional Google Marketing Platform tools [2]. - Criteo's network of over 200 retailers will be able to receive demand from Google Search Ads 360, allowing advertisers to create, launch, and optimize campaigns efficiently [3]. Industry Impact - The retail media industry is projected to reach $204 billion by 2027, but spending is currently concentrated among a few dominant players. This integration aims to diversify the retail media landscape by enabling more retailers to attract advertising budgets [4][6]. - The partnership is designed to provide unified measurement for retailers, helping brands understand the incremental impact of their advertising, which can lead to better budget allocation and investment decisions [3][4]. Company Statements - Google emphasized the importance of connecting advertisers with customers during their shopping journey through onsite sponsored product ads, enhancing the overall advertising performance view [4]. - Criteo expressed excitement about partnering with Google to scale brand advertising for retailers, aiming to maximize the value of ad inventory and connect more brands to its global retail network [5].

Core Viewpoint - Google is facing a class action lawsuit in the UK seeking over £5 billion in damages for allegedly exploiting its dominance in online search advertising to overcharge businesses [1][2]. Group 1: Legal Challenge Details - The lawsuit was filed by competition law expert Or Brook on behalf of hundreds of thousands of UK-based organizations that utilized Google's search advertising services since January 1, 2011 [2]. - The claim alleges that Google's business practices have left advertisers with no real alternatives, effectively forcing them to use Google ads for visibility [2][3]. - The lawsuit accuses Google of anti-competitive conduct, including agreements with smartphone manufacturers to pre-install its apps on Android devices and multibillion-dollar payments to Apple to remain the default search engine on Safari [4][5]. Group 2: Impact on Competition - The claim asserts that Google's Search Ads 360 platform is designed to favor its own ad products, disadvantaging competitors and inflating prices for advertisers [5]. - A 2020 study by the UK's Competition and Markets Authority (CMA) indicated that Google captured 90% of all search advertising revenue, highlighting its dominant market position [5]. Group 3: Broader Context - This lawsuit is part of a growing global backlash against major tech companies, with increasing regulatory scrutiny and legal challenges [6]. - The European Commission previously fined Google €4.3 billion in 2018 for antitrust violations related to Android software bundling, which is still under appeal [6]. - The UK is enhancing oversight, with the CMA investigating cloud computing giants like Amazon and Microsoft under new competition laws [7].